Google’s impending data platform restrictions raise concerns

by John Mcdermott

Google is planning to prohibit data-management platforms (DMPs) from operating on its widely distributed ad network, raising concerns from some marketers and agencies that it is constricting which ad tech tools they can use. At the end of March, Google will start enforcing a pre-existing policy that will prohibit certain DMPs from firing tracking pixels on Google Display Netwo ...Read the full article

adweek.com - 5 readers - Google is tightening its grip on advertising data, and some industry sources fear the policies could hamper their ability to market online. Just this week, Google began talking to ad technology partners about restrictions on how they gather data when running campaigns on the Google Display Network.